so that's always one that gets very competitive, certainly american eagle's been outperforming, aeropostal, so you want to watch for extra promotions and then the problem is, does everybody feel compelled to pile on and match the pricing? so, again, you know, this year a big theme is price matching whether it's best buy or apparel retailers. everybody wants to know they're getting the best value. last year it was free shipping, now you add in price matching plus, you know, other freebies and you're just getting a lower overall gross margin in the market. >> for people looking at retail stocks, you'd tell them to stay away for most of them? any of them you'd like beyond limited? >> well, i think look at what target is doing. so you have this lull for the two-week period before black friday and thanksgiving. they did a collaboration with neiman marcus, with a lot of designer gifts for under $100. they launched it over the weekend and it wasn't a sellout. that is something differented that's going to get the consumers in the stores during that lull period. other retailers are not thinking out